Some Production to Make Money out of the Internet; MEDIA MARKETING

Byline: By Joanna Geary Media & Marketing Editor

There is no one solution for production companies looking to making money out of the internet, a Birmingham industry leader has said.

Jonnie Turpie, founder and head of Digital Media at Digbeth-based Maverick TV, said independent production firms would have to look at a number of revenue opportunities in order to survive in an online era.

Mr Turpie, whose last week announced plans to launch the world's first broadband television channel dedicated to dance, said the web provided no magic bullet.

He added: "Many firms are looking for the one answer for making money in a digital world, but the truth is that it will come from a variety of areas - commissioning, sponsorship, advertising and subscription, as well a cross-platform promotion."

Maverick TV has teamed up with national dance agency, DanceXchange, which is also based in the Birmingham, to create Dance TV.

The firm, which produces Channel Four shows such as How to Look Good Naked and Embarrassing Illnesses, said the website will be officially launched in May 2009 and aimed to be established by the Cultural Olympiad in 2012.

The channel hopes to target the general public, as well as the professional dance community.

Mr Turpie said: "DanceXchange and Maverick have a unique combination of dance and media knowledge and an ambition to take dance to a new level in the ever expanding web media world.

"Everyone wants their media when and where they are and Dance TV will do just that."

Mr Turpie added that the use of online television provided the opportunity to address audiences in "an interactive and personalised way".

He said: "We believe an integrated approach to media is the way forward for dance and, currently, mainstream TV only features either very popular or very high end dance."

"Our research revealed that no-one is joining up all the aspects of dance from participation, classes, high-quality dance and performances. …

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